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Blood Beacon

Blood Beacon | Taipei Blood Center | JWT
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basics
Industry: Public interest & Non-profit
Media:Cyber
Published:Dec. 26, 2018
Market:Taipei, China
Language:Chinese
Style: Minimalism
descriptioncnen
Why is this work relevant for Creative Data?

In Taiwan, 7.5% of the population donate blood.
That’s the highest rate in the world.
But shortages in specific blood types still occur often.

This means although people are willing to donate blood,
yet donors do not donate at the right area and time or the donated blood are not types that urgently needed.

Blood shortages are immediate and unpredictable.
Through our idea, we transmit real-time blood inventory data
into an app that most people use
to allow the public match their blood type at the right time and place.

Background

There’s no easy way for people to find out about blood shortages in daily lives,
so even though Taiwan is filled of willing donors,
it’s difficult to reach them with specific blood type when they’re needed most.
If a disaster strikes, that can usually mean the difference between life and death.

How can we immediately alert and mobilise people to donate in daily lives
and call for people with specific blood types to donate at the most needed time and area
in order to shorten the blood shortages time of certain types?

Describe the idea/data solution (20% of vote)

Taiwan’s smartphone penetration rate is ranked top 2 in the world.
People often use navigational apps in their daily lives.

So The Taipei Blood Center present:Blood Beacon

We incorporated the Blood Beacon into a popular navigational app.
When users look for locations on mobile devices,
the ‘location icon’ connects them with real-time blood inventory data.

If there’s a shortage in a specific blood type, the ‘location icon’ flips upside down,
alerts the user to the blood type in demand,
and navigates them to the nearest blood donation center.
If there’s no shortage, the ‘location icon’ stays the same.

Describe the data driven strategy (30% of vote)

With the real-time inventory stats,
how can we alert the people without disturbing their daily lives?

We understand that people are reluctant to download extra apps,
so we incorporated the Blood Beacon into a popular navigational app that people already own and use.

Existing users of this application could receive detailed information
including blood type in shortage and blood donation location by using mobile phone, motivating more people with matching blood type to donate their blood.

Describe the creative use of data, or how the data enhanced the creative output (30% of vote)

We first cooperated with the ‘Parking Lot App’, an application with over 2 million users.
When 2 million users look for parking spaces,
the ‘location icon’ connects them with real-time blood inventory data.
When blood shortage strikes, the ‘location icon’ flips upside down to a Blood Beacon.

From December 26th, 2018, this idea has since been permanently built into the ‘Parking Lot App’ allowing a long-term and close cooperation.

This idea is a certain and sustainable way in allowing blood donation center to spread blood shortage messages in daily lives without any media buy.

This is just the beginning.
We will be cooperating with 4 additional food and car service related navigational application in September of 2019, making this idea even more widely used.

List the data driven results (20% of vote)

Since the Blood Beacon went live, we reduced the average blood shortage time from 35 hours to just 7. Blood donations have become faster and more efficient than ever.

In Taiwan, within a short two-month time (January and February of 2019),
the number of first-time donors has exceeded 11,900 because of the alert via the app.

22 Taiwanese news agencies picked up the idea.

The upside down location icon, the starting point for the helping —— Yahoo News

Making blood donation more effective —— Malaysian News

Every parking spot is a starting point to assist these people —— ET today News

And this year, 4 other navigational apps will also adopt the Blood Beacon.

This simple, creative idea gives the public real-time blood donation data,
exactly where and when they’re needed.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Advertiser's Supervisor:
Account Manager:
Producer:
Post Production:
Other credit:Group head: Mark Brenndorfer
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Data
Use of Real-time Data
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